Too often, the lifecycle of an app follows a predictable pattern: a burst of publicity and downloads on launch, a short time at the top of the charts, and a long slow slide into obscurity. How do you buck the trend - and make enough money while you’re at the top to justify your investment?

We’ll cover:

 The surprisingly consistent active user curve for apps

 How paid UA supports organic, viral, and publicity-based growth

 How retargeting can offset natural user decay to keep your game in the black